In an ambitious move to elevate the city’s profile, Peterborough City Council is launching a new visitor strategy aimed at boosting tourism, creating jobs, and enhancing the local economy. The council aspires to position Peterborough as a “world city” and a prime destination for staycations, catering to both day visitors and those seeking overnight accommodations.

One of the key aspects of this strategy is its focus on community engagement, helping locals celebrate their identities while fostering a vibrant city center and a robust night-time economy. To support these initiatives, the Peterborough Tourism Collective, composed of representatives from the leisure and hospitality sectors, will hold a series of workshops.

The council highlights a significant opportunity, noting that the UK’s tourism industry is projected to be worth £257 billion by 2025, accounting for about 10% of the nation’s GDP. The authority sees this strategy as a pathway for Peterborough to “unlock its potential” and secure its place as a major contributor in the tourism market.

Dennis Jones, the Labour councillor and leader of Peterborough City Council, stated, “Tourism and the growth of a visitor economy can only develop if you have the right sense of place in which communities already thrive. The strategy includes a focus on growing civic pride, which is essential for effective place-making. Success, however, hinges on the collective support of the entire city, and we sincerely appreciate the involvement and constructive challenges posed by the tourism collective that have been instrumental in shaping this plan.”

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